It's LIGNA again!

As the leading international trade fair for the woodworking and wood processing industry, which focuses primarily on the exhibition of innovative products and giant machines, LIGNA also suffered from the restrictions on in-person events during the COVID-19 pandemic in 2021. An industrial trade fair without machines? Hardly conceivable. So it was all the more pleasing when the LIGNA team at Messe Hannover decided to work with us in October 2022 to promote #LIGNA23 and it was clear: It's LIGNA again!

The focus of the collaboration was mainly on the campaign concept and the planning of a new social media strategy to reach as many users from the industry as possible and convert them into potential visitors. To this end, LIGNA's social media channels were not only reactivated, but completely realigned and strategically developed to generate maximum awareness.

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With the motto ‘It's LIGNA again’, the content was published in the form of social media activities as well as newsletters, print adverts and OOH measures in order to create various cross-media touchpoints for the target groups. By working together with the client, we were able to identify three specific target groups based on data collected in previous years and thanks to intensive social media monitoring: Decision-makers/professionals, young professionals and hobby craftsmen/DIY creators.

Business objective: 75,000 visitors for LIGNA23

Marketing objective 1: Awareness with 10,000,000 impressions

Marketing objective 2: Follower growth with 4,000 new followers

Duration: Nov. 2022 to June 2023

Trade fair date: 15.05.2023 to 19.05.2023

RosenbauerSolbach-B2B-LIGNA-Messegelaende

From carpentry to the furniture industry: a look that connects.

As part of the campaign concept, colours as well as graphic elements and layouts were defined that could be used repeatedly within all campaign assets. An overarching campaign motif, which was used and adapted for various measures throughout the duration of the campaign, represents the industries from which potential LIGNA visitors come: Joinery/carpentry, forestry and the furniture industry. Additional design elements were developed for the organic and paid media content on the social platforms, which were used in numerous posts.

Community building thanks to social media.

Over 650 social media assets were published via the Facebook, Instagram and LinkedIn channels over the entire duration of the campaign, including paid media adverts with a high five-figure budget. Based on the impressions and interactions achieved, an increase in awareness within the target community was observed as the campaign progressed. The increased awareness of the fact that LIGNA will take place again in 2023 was also recognised using our social media monitoring tools, as the social media posts were increasingly discussed, commented on and shared within the target group.

Diverse measures for maximum visibility.

During the entire campaign period, numerous additional measures were implemented alongside the social media activities: from print mailings, city light posters and large billboards - for example in the Hanover region and near major German airports - to regular newsletters for visitors and exhibitors, online banners and swing cards in the regional transport sector.